Food scares may help farmers markets

A string of high-profile food-borne illnesses nationwide may spur more interest in locally grown produce, especially food sold at farmers markets.

One reason: Consumer confidence in supermarket food is at its lowest point since 1989, according to a study by the Food Marketing Institute.

The number of consumers “completely” or “somewhat confident” in the safety of supermarket food has decreased from 82 percent last year to 66 percent this year. The online poll surveyed 2,307 shoppers.

“It really opened our eyes. I can’t say it was that surprising. It was obviously in the news for a very long time and there were other outbreaks,” said Bill Greer, a spokesman for the Food Marketing Institute based in Arlington, Va., which represents retailers and wholesalers who bring in three-fourths of the nation’s retail food sales.

The survey also found that 38 percent of consumers stopped purchasing certain foods in the past 12 months, up from 9 percent in 2006. Americans ditched spinach, lettuce and bagged salad the most.

Lessening the scare

Farmer Bill Girling sells asparagus, pumpkins, berries, green beans and tomatoes from his orchard and farm in the Rockford, Ill., area. He soaks the asparagus in a few inches of water, an added touch some supermarkets won’t provide, he said. In a farmers market, farmers have direct access to markets to supplement farm income.

“I cut these yesterday afternoon and then last night after the rain. You can’t get any fresher than that,” he said.

And there is a difference, says Kristine Carlson of Rockford. She says produce at the farmers market is fresher than that at the supermarket.

“I would never buy corn that wasn’t picked that day. At a farmers market, it just tastes better,” she said.

Most consumers still shop the supermarket, but if there is a chance to buy from local farmers whose produce have been plucked in the last 24 hours, some find it safer.

“There’s always going to be a certain amount of things out there that will be recalled, so I can’t live my life scared. But if I can buy locally and can buy fresher I will,” Carlson said.

Some consumers are motivated by reasons other than safety. Roseanne Morrison of Rockford made a conscious effort to shop for both organic foods and homegrown produce for health reasons. She was rediagnosed with cancer two years ago after a seven-year remission.

Whether the food’s coming from the farmers market or grocery store, consumers should ask questions. Morrison asks if pesticides are used and if it’s free of hormones and antibiotics. Some store products will have a “USDA Organic” seal.

“It’s not like it used to be when food was cleaner and raised on a farm without all the garbage in it. For me, going hormone-free, pesticides-free, it’s extremely expensive,” but it’s worth it, she said.

On the contrary, some nutritional experts have said there’s no difference in nutritional value between organic and nonorganic foods.

Greer also shared an opposing opinion.

“Ironically, the growers in California right now are probably adopting the most stringent food safety measures in the country” in light of the outbreaks, he said.

“Just because it’s local doesn’t guarantee that it’s safer necessarily. There are practices that any food supplier has to follow, and that’s the key thing.”

But farmers market are growing in popularity. The number of farmers markets has increased 18 percent since 1994, according to the U.S. Department of Agriculture.

Grocers working on safety

Greer says the industry is improving food safety through consumer education and rigorous training on food safety practices from the source to the grocery workers.

“What we’re trying to do is make sure our suppliers are following the most stringent food safety standards, particularly in regard to fresh-cut produce,” he said.